I don’t know what’s going on over at Diesel‘s ad agency, but we’ll have what they’re smoking.
Diesel is once again shaking up the marketing world with a campaign for its new underwear line that defies comprehension — while still attracting tons of attention.
Last year, you’ll recall, the clothing brand gave us the Be Stupid campaign, whose slogan both validated and encouraged all manner of campus hijinx across America.
Now, Diesel is selling undies by introducing an oddball cast of ‘Fresh and Bright Superheroes’ — with strange names but no real superpowers other than looking smashing in their new skivvies.
There’s ‘Mr. Naker’ (undresses women in his mind), ‘Supperman’ (it’s not a bird, not a plane, it’s supper), ‘LaLa Lady’, ‘Iron Boy’ and, for all you fetishists out there, the truly bizarre ‘Mistress of Puppies’.
As for the goods themselves — basic boxers and briefs in pretty bright colors. If it weren’t for the marketing, you probably wouldn’t think twice about them (which, obviously, is the point).
And what does the Diesel braintrust have planned for its next campaign? Word is that they are putting together a Lost-like campaign called Diesel Island where unconventional Diesel-clad misfits get to roam and romp.
Don’t try to make sense of any of this. That would be too un-stupid.